Dimensions of Perceived Risk and Their Influence on Consumers’ Purchasing Behavior in the Overall Process of B2C
作者： Lingying Zhang , Wojie Tan , Yingcong Xu , Genlue Tan
DOI: 10.1007/978-3-642-24823-8_1
关键词: Affect (psychology) 、 Social risk 、 Purchasing 、 Marketing 、 Business 、 Confirmatory factor analysis 、 Statistical analysis 、 Risk perception 、 Process (engineering) 、 Structural equation modeling
摘要: The influence of perceived risk on customers’ purchasing behavior still plays an important role in the overall process business to customer(B2C) E-commerce, though extent which it does so varies according characteristics consumers. In this study, dimensions affecting and their structural relationships were investigated through a customer survey statistical analysis using methods confirmatory factor equation model. result shows that five independent dimensions, health risk, quality time delivery after-sale affect significantly behavior, while privacy social economic are less relevant factors.
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